The advertising industry will have to change to handle the ...

[nelaaney]

The advertising industry will have to change to handle the demands of a changing communications environment in the years to come. Describe the nature of two of the changes advertising must confront. Describe two characteristics of advertising that will remain constant.

Question 2

The creative revolution in advertising occurred at the same time that a larger societal revolution was underway in the United States. Describe what was occurring in America at that time. Describe how the advertisements of the era related to the larger societal changes.

[fauacakatahaias]

Answer to Question 1

The most dramatic change is in the way advertising is prepared and delivered to the target audience. Many of the new, evolving media will not be driven by traditional advertising. With integrated programming, advertisers will have control of the content of at least some of the programming. Interactive media allows clients to more closely assess the impact of their advertising, thus holding agencies more closely accountable for results. Most dramatically consumer generated content allows them to co-create brand meanings.

On the other hand, advertising will still be a paid, mass-mediated attempt to persuade. It will remain a primary marketing mix tool that contributes to revenues and profits by stimulating demand and nurturing brand loyalty. Consumers will still be highly involved in some product decisions and not so involved in others.

Answer to Question 2

Advertising in the United States during the 1960s was slow to respond to the massive social revolution going on all around it. While the nation was struggling with civil rights, the Vietnam War, and the sexual revolution, advertising was often still portraying women and minorities in subservient roles. The only thing really revolutionary about 1960's advertising was the creative revolution.